While some may dismiss such a shift as woke opportunism, it has provided a positive inspiration for many people. Gillette launched an advertising campaign that sought to bring an end to behaviours associated with toxic masculinity and to usher in a better way of being for all.
Well, the company began to move its brand in a different direction to reflect the role of men in the post-"metoo" landscape. So, why would such an established brand need to engage in activation? Their "the best a man can get" slogan is one of the advertising world's most ubiquitous. This redefinition of what it means to "visit the library" led to a 75% uptick in the NYPL's following.Īs one of the leaders in the self-care market, Gillette have always had a strong brand identity. In response, they launched their Insta Novels series, publishing novels for public consumption on Instagram. That said, institutions such as the New York Public Library have recognised the need for a brand update. And people aged between 18 and 24 seem to be the most avid readers – striking a blow against the supposedly "poor attention spans" of younger generations. Around 80% of individuals surveyed in 2018 reported reading novels on a regular basis. It's a myth that the digital age has destroyed the art of reading. The New York Public Library's Insta Novels Let's take a look at some examples of brand activation campaigns that really work so you can get inspired.
It doesn't matter whether your brand is completely new to the market or you have been around for some time already and simply need a refresh – brand activation can be a powerful asset. It is a way to introduce a new way of thinking in your audience and drive new kinds of value. Brand activation is more than experiential marketing. The second part of this definition is crucial. In simple terms, brand activation is the action of delivering an experience to your audience – an experience that boosts public knowledge and understanding of a brand and redefines what this brand actually means in the modern marketplace. But what does it really mean? In fact, brand activation is far more than just a buzzphrase and is something that your business needs to be acutely aware of. Brand activation is one of those phrases that sound great when dropped into a conversation about digital marketing.
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